March 4, 2026 – Innova Market Insights is taking a look back, analyzing the major trends shaping new product launches in the month of February. Functionality, convenience, and value continue to be core innovation drivers in the global food and beverage market. Mirroring Innova’s Top Ten Trends of 2026, plant-based protein, beverages, and occasion-based were important trends for the month. Affordability concerns are also having a major impact on spending and omnichannel strategies for retailers. The “Innova Insights: February 2026 Edition” report examines these shifts and their implications for brands.
How are New Functional Beverage Launches Mirroring the “Beverages with Purpose” Trend?
Launches in skin and hair health benefits are rising by over 20% CAGR (2021-2025), showing that functional ingredients remain a growing global food trend in 2026. Collagen and green tea are top ingredients in the functional beverages market that brands are utilizing to support these claims, especially collagen in liquid formats. Nöm Ag, an Austrian dairy brand, recently launched three new products targeting inner beauty including a collagen cappuccino and two collagen waters, with vitamin C, biotin, and zinc for cellular support. Biotin is another ingredient brands are using in the functional beverages market to back claims of skin health and hair support. Brands like Gorgie are also leveraging biotin in combination with other natural ingredients for functional blends. For example, the brand’s Sparkling Protein Energy Drinks feature B vitamins, green tea, and L-theanine for added caffeine and focus support.
What are the Latest Plant-Based Innovations in 2026?
Reflecting Innova’s Authentic Plant-Based global food trend of 2026, products with pea or plant protein are evolving beyond dairy and meat substitutes to encompass a range of categories and occasions. According to Innova’ trends research, pea protein is the leading plant-based protein in new launches, but other fast-growing sources include fava beans, textured pea protein, and chickpeas. In snacks, Nutriyummy’s High Protein Chips Pro product features 30 grams of pea protein in a salt and vinegar flavor. Turtle Nature Products is also redefining breakfast with their plant-based protein cereals with prebiotic fiber. Additionally, in Finland, Saarioinen is expanding their plant-based pizza line, replacing meat-based components with broad bean protein, textured pea protein, coconut and vegetable fat, and potato starches.
How are Brands Tapping into the “Made for Moments” Trend this Month?
Occasion-based innovation is also expanding in global food trends of 2026 through diverse formats. More than 2 in 5 Gen Z and Millennial consumers replace meals with snacks once a day at a minimum. This is influencing the growth of protein-rich snacks and single serve formats in new product launches. Busy families and on-the-go lifestyles are also driving the Made for Moments trend, as easy-to-prepare meals can lend a helping hand to consumers.
Sargento is tapping into snacking occasions, targeting consumers who are seeking healthy options. The cheese brand has added a new line extension with their Balanced Breaks Cheese + Crunch launch, offering portable charcuterie-style platters of cheeses and seasoned snacks for the on-the-go consumer. In addition, Egglife Foods has launched their gluten-free Grab & Go egg white wraps. With 16 grams of protein, these new wraps offer a quick and healthy meal option that also meets consumers’ protein demands. Aldi Süd’s line of Chefs’ Cupboard Slow Cooker Recipe Base Products also highlight the role seasonings play in convenience and family moments, as the Classic Beef Casserole, Garlic & Rosemary Lamb Shank, and Massaman Beef Curry seasoning speed up the dinner process for busy parents.
The Opportunity in Senior Health and Wellness
The world’s aging population is growing, and as a result of this population shift, food and beverage innovation will be focusing more on aging Boomers. It will be essential for brands to consider their unique health and wellness needs moving forward. According to Innova’s Health & Nutrition Survey 2025, Boomers are more proactive about their health and believe they can personalize self-care to meet their own needs. Many Boomers choose food and drinks to support weight management, gut health, and sleep, yet many products focus on energy, antioxidants, and immune health.
Therefore, brands should leverage functional ingredients in senior nutrition to present foods as a form of self-care to older generations. Farmers Studio introduced their mix snacking seeds harvested from prickly water lilies in India, promoting antioxidant content, anti-inflammatory properties, collagen, minerals, and tryptophan for longevity and sleep benefits. In France, Mala Girl also launched a powdered broth product with basil and turmeric as leading ingredients to balance stress, support immune health, and reduce inflammation.
In addition, within senior nutrition, beverages account for 2 in 5 product launches. From both a size and growth standpoint, teas lead product launches, with green tea, ginger, lemongrass, and cinnamon among the top ingredients. Within the beverage category, protein is also a top growth ingredient. This aligns with consumer preferences since half of Boomers are including more protein into their diets.
Compared to beverages, supplements are more targeted in their benefits and can also stack multiple claims within a single product. Primarily, Boomers turn to supplements for immune support, heart health, and bone and joint support. Product launches in supplements have risen, but there is further potential for growth in the senior nutrition market. Moreover, botanical and herbal supplements have taken over traditional vitamins and minerals when it comes to key ingredients. Unlike the latter two, botanicals and herbs often target more specific functional benefits while appealing to consumers seeking natural ingredients.
Hydrogen waters are also emerging as wellness drinks that rely on molecular hydrogen for antioxidant effects, longevity, and mental acuity. Further research is also being conducted on the benefits of NMN (nicotinamide adenine dinucleotide) for combatting age-related concerns, highlighting potential avenues for innovation. Brands like Biohack Wanderlust Enzymes are already launching supplements leveraging these new findings.
The Omnichannel Shift: Where Value Meets Digital
As costs are rising, consumers are shifting their spending habits from eating out and restaurant delivery to purchasing groceries in person or ordering them online. Thus, key opportunities lie in the ability to enhance omnichannel experiences for consumers that foster loyalty. This can be achieved by providing consumers with quality offerings, meeting specific needs, and making the online experience more seamless.
Half of consumers say they are eating out less because of cost concerns. As a result, retailers are fighting to win back consumers, and Innova’s global food trends research indicates that good value for price will be the most lucrative opportunity for brands. McDonald’s, for example, has launched new value meals, including a reintroduction of the Extra Value Meal. Bundling multiple menu items and offering lower prices also increases order size. Taco Bell joined this trend and added an indulgent twist, launching a 10-item Luxe Value with items all 3 US dollars or less.
With the rise and popularity of weight-loss medications, brands are also adapting their menus to include GLP-1-friendly foods that address the need for smaller portions, high nutrient content, and lower carb. Starbucks introduced new protein-focused lines including a protein cold foam that can be used as an add-on to grande-sized drinks for a 15 gram protein boost. Subway also launched their Protein Pockets, delivering more than 20 grams of protein in tortilla wraps. Designed to reduce carbs and add protein, the new offering comes in four flavors.
The rise in online shopping also demonstrates the essential role technology is playing within the omnichannel marketplace. Younger generations are driving a 12% net increase in ordering from fast food delivery services, but removing digital friction will be critical to growing orders from this segment. In China, the highly competitive instant-delivery landscape is fueling increased efficiency and reducing the number of steps in the online ordering process.
What’s Next in the Global Food and Beverage Market?
When considering the future direction of the market, there are many opportunities for brands to consider when formulating business strategies and developing future innovations. The mainstream adoption of AI highlights opportunities for brands, as they can leverage technology for personalized and micro-targeted strategies to address senior health concerns. With the rise of weight loss medications, stacked claims for high protein and weight management will also be important for GLP-1-friendly foods, as brands can help older adults make the connection between protein and weight management.
Positive experiences, alongside quality food, are also important for consumers when it comes to value, and brands can address this by increasing emphasis on fast delivery to boost satisfaction. Experiential events like tasting flights and live prep stations will also begin to blur the line between channels, delivering unique meal experiences for consumers. Finally, digital perks also make customers feel valued and that their purchases are worthwhile.
February Launch Highlights
In the month of February, Innova’s new product round-up includes launches from ice cream to spicy flavor profiles. Talenti has expanded its gelato range to include a new Chocolate Hazelnut Crunch and Paradise Passionfruit Sorbetto that spotlight authentic, global ingredients. Turkey Hill and Entenmann’s are also teaming up to introduce two new ice cream flavors inspired by Entenmann’s baked goods, such as their Little Bites Fudge Brownies. In hot flavors, Frank’s RedHot is launching four new sauces that add a twist to consumer favorites including their Garlic Parmesan, Pineapple Hawaiian, Spicy Maple, and Ghost Pepper Ranch sauces designed to balance comfort and novelty. ABSOLUT and TASBASCO have also launched a collaboration with a new spicy vodka.
When it comes to limited editions, Amos Sweets has developed a Milano Cortina 2026 licensed candy collection to add unique textures and interactive experiences to the Winter Olympic celebrations. The collection includes 3D shapes of the official Olympic and Paralympic mascots. The Hershey Company is also hopping into Easter, reintroducing consumer favorites like Reese’s Mini Eggs and Cadbury’s Mini Caramel and Creme Eggs.
In functional food and beverage, Kroger has expanded its line of protein products, highlighting the growing trend of both private label and protein products. Additionally, Laird Superfood has entered the dairy market with their coffee powder launch, also emphasizing Innova’s Powerhouse Protein trend. Finally, in the supplements category, gummies and targeted nutrition are also leading innovations.
This article is based on Innova’s Innova Insights: February 2026 Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.